Levi Strauss arrived in San Francisco in 1853 and opened a wholesale dry goods business. In 1873, Levi Strauss & Jacob Davis were granted a patent for riveting pants. Today, Levi's sells denim pants, non-denim pants, shirts, jackets and other apparel worldwide under brands like Levi's, Dockers, Denizen. The company focuses on quality, fit, fabric, features and targets various market segments with different product lines and pricing. Levi's uses advertising, promotions, and brand ambassadors like Bollywood stars to promote their jeans and apparel.

2. History
1829 : Levi Strauss is born in Buttenheim,
Germany.
1853 : Levi Strauss arrives in San Francisco and
opens a wholesale dry goods business, selling
clothing, blankets, handkerchiefs, etc. to small
general stores throughout the American West.
1873 : Levi Strauss & Jacob Davis are granted a
patent on the process of riveting pants on May20
1873.

3. Product Portfolio
Denim Pants Non-Denim Shirts Jackets Others(Foot
Pant Wear,Eye
Gears,Caps,Belts,
Leather Wallets,
,Sweaters)
Brand Portfolio
Levi’s Dockers Dockers Denizen
Levi’s 501 Levi’s Levi’s
Strauss Strauss
Signature Signature
Levi’s
Engineered
Jeans

4. Quality
Package PRODUCT Variety
Design

5. 5’ vers of Levi’s.
Button Fly
Arcuate

6. Red Tab
Coin Pocket

7. Leather Patch

8. 4 F’s of a denim.
FINISH FIT
FABRIC FEAUTRES

9. Market
locations
Shelf Retail
location PLACE Locations
In store
location

10. Market /Retail locations
Levis focus on these points.
Size of the trade area.
Occupancy cost of the location.
Pedestrian and vehicle customer traffic
location.
Convenience of location for customers.

11. Retail Locations
Levis opened around 500 outlets at prime
locations in India.

13. Red loop
Upper
?
class
501 Denizen
Middle Lower
class class
Red Tab

14. Retail
Credit
terms
PRICE Discounts
Offers

15. PRICING STRATEGY
As Levi’s has different Products ranges for different
segments the pricing strategy of LEVI’S can be Called
as both penetrative as well as market growth pricing.
Red tab
lower middle
class.
Red loop Upper Class.

16. PRICING STRATEGY
Product’s price is influenced by the following
factors:-
Cost of the product.
Affordable for the target market.
Demand of the product.
Uniqueness and innovative features of the
products.

17. Pricing Strategy Cont…..
In order to maintain revenues, the company
releases the Levi’s Signature Jeans.
To differentiate Levi’s Strauss Signature ,the
company developed new labeling and styles.

18. EMI Facilities

19. Advertise
ments.
Sponsors Personal
Promotion
hips. Sellings.
Sales
Promotion.

20. PROMOTION
The advertisement is given by the LEVIS
Strauss on the demand of the product and
enhancement of its features.
Levi’s uses institutional advertising to promote
company’s image by saying Many Copy the
Red Tab No One can copy the Original.

21. PROMOTION cont…
Television advertisements are more innovative
and target younger crowds.
Levi's launched "Friend's Store", using a new
Facebook tool.
17,140,703 fans on Facebook in India alone.

22. BRAND AMBASDORS
Levis has signed big stars like sushmita sen,
kangana ranaut, pryinka chopra, and recently
akshay kumar for there 501 promotion.

24. Sales Promotion

26. Curve Id’s

27. What’s next???

28. Levi’s® Waste<Less™
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Food Tray r
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Soda bottle le

29. Our Suggestion’s
Customized jeans
Tie up with apple
Targeting rural areas through Brand ‘Denizen’

30. Sources
Google.com
Levi’s.com
Levis executive

31. Special thanks:-
Sanjay Malji ( ASM)
Manish Gangar (ASE)
Dipesh Solanki (Regional mktg head)